Facebook Ads URL parameters (Meta)

Meta Ads (Facebook, Instagram, Messenger, Audience Network) use double curly braces — {{campaign.id}}, not Google’s {campaignid}. Paste them in the ad’s URL parameters field, not inside the Website URL itself.

Use this reference to build UTMs that still work in GA4, then validate syntax in the builder.

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Example template 
utm_source={{site_source_name}}&utm_medium=paid&utm_campaign={{campaign.name}}&utm_id={{campaign.id}}&utm_term={{adset.name}}&utm_content={{ad.name}}
  • Meta uses {{double braces}}, not Google-style {single} braces.
  • Put dynamic parameters in the URL parameters field at ad level.
  • {{site_source_name}} returns fb, ig, msg, an, or th (Threads).

Parameter reference

Parameter Returns
{{campaign.id}} Campaign ID
{{campaign.name}} Campaign name
{{adset.id}} Ad set ID
{{adset.name}} Ad set name
{{ad.id}} Ad ID
{{ad.name}} Ad name
{{ad.creative.id}} Creative ID
{{ad.creative.name}} Creative name
{{placement}} Placement (e.g. facebook_feed)
{{site_source_name}} Source: fb, ig, msg, an, th
{{audience.id}} Audience ID
{{audience.name}} Audience name

How to add URL parameters in Meta Ads Manager

  1. Edit the ad → Tracking (or Build a URL parameter).
  2. Paste keys/values into URL parameters. Meta appends them to the Website URL.
  3. Do not paste {{…}} into the Website URL field — they will not substitute.

Recommended UTM convention

Keep utm_source dynamic with {{site_source_name}} so Facebook vs Instagram split cleanly. Use utm_id={{campaign.id}} for a rename-safe join key in GA4. Prefer utm_medium=paid (or cpc) for Paid Social channel grouping.

Common mistakes

  • Using single braces {campaign.id} — Meta leaves them as literal text.
  • Hardcoding utm_source=meta — GA4’s default Paid Social rules expect facebook / known sources; {{site_source_name}} is safer for fb vs ig.

FAQ

Where do Facebook Ads URL parameters go?

In Ads Manager, at the ad level, in the URL parameters field — not the Website URL field.

What does {{site_source_name}} return?

fb (Facebook), ig (Instagram), msg (Messenger), an (Audience Network), and th (Threads) where supported.

Can I use Google {campaignid} on Facebook?

No. Meta only substitutes {{double.brace}} tokens. Google ValueTrack tokens will appear literally in the landing URL.

Need Google Ads stacks with ClickPatrol, Hyros or HubSpot? Browse recipes or build a template.